Campaign India Team
Oct 13, 2017

MMGB: Hike's 'no formality' Diwali

Watch the ad film conceptualised by J Walter Thompson here

It's the start of the Diwali week and we are going to see plenty of films with the 'homecoming' theme for the festival.
 
Hike Messenger has taken the same route with its film that has been conceptualised by J Walter Thompson. With a twist.
 
Labelled 'no formality' this film shows a boy returning home for the festival. He rings the bell and calls his mother at the same time urging her to open the door to surprise her. To his surprise, his parents are away on holiday. His mother transfers him money instead to call his friends over and have a house party. 
 
A Hike spokesperson said, “'No formality' is a way of life that emphasises that you should simply be yourself without any formalities or pretence - a way of celebrating traditions without formality. It is about accepting that we all need to treat each other as equals  in a fun and easy manner. And ‘No formality’ is an expression of that spirit. ‘No formality’ cuts across culture, language, and geographies and is a reflection of our society. We believe that in today's day and age, more people need to hear this message because in so many ways it also represents us."
 
The campaign will run till December. Along with the film, the campaign also has digital, radio and social media legs.
Source:
Campaign India

Related Articles

Just Published

6 hours ago

Two sides of the bed: Insured versus uninsured

Star Health’s split-screen ad pitches insurance as peace of mind, but its visual clichés raise questions about real-world nuance.

6 hours ago

Death by feedback: Why creative work keeps getting ...

When feedback becomes a bottleneck instead of a booster, creative teams face chaos, dilution and burnout. ButtonShift’s co-founder and CEO explains why it matters.

6 hours ago

63% of Indian CMOs are under pressure to deliver ...

IBM’s 2025 CMO Study reveals only 26% of Indian marketers believe they have the talent needed to achieve their goals for the next two years.